Bajaj Auto launches new bike symbolising INS Vikrant’s invincibility in campaign by Leo Burnett
Indian auto major, Bajaj Auto, is all set to revolutionise the commuter bike segment with the launch of its new bike, Bajaj V. It is unlike any other bike available in the market. For it is forged from the invincible metal of India’s war hero, INS Vikrant. The bike is a reminder of the warrior spirit of India’s first aircraft carrier after it was decommissioned.
For decades together, Bajaj Auto has been the pioneers in the two-wheeler category. And Bajaj V is touted to be the auto giant’s biggest ever launch in the last decade.
With the arrival of Bajaj V, millions of Indians can now be proud to own a vehicle that embodies the indomitable courage and pride of INS Vikrant. The war hero that conquered the seas will now conquer the roads.
INS Vikrant, a majestic class aircraft carrier of the Indian Navy, was instrumental in India’s win in the Indo-Pak war of 1971.
Bajaj embarked on a mission to make the dream of keeping INS Vikrant alive into reality. First, the scrap metal of INS Vikrant was bought and then melted, welded, moulded and then forged with the metal that was used to make the new bike. What’s more, INS Vikrant also inspired the name of the bike, and it was aptly named Bajaj V.
This incredible and thought-provoking step was made possible by Bajaj Auto in collaboration with Leo Burnett as a tribute to the one of India’s greatest warriors.
A teaser film was launched on 26th January – India’s Republic day, giving bike enthusiasts a glimpse of what is coming.
A.R Rahman’s world famous track Maa Tujhe Salaam brings alive the spirit of patriotism among million of Indians. A.R Rahman is two times Grammy Awards winner, Oscar winner, and a much celebrated artist globally.
Leo Burnett is partnering Bajaj Auto in every aspect of the launch and the brand building exercise.
Saurabh Varma, Chief Executive Officer, Leo Burnett, said, “INS Vikrant has always been a symbol of pride for all Indians. We therefore wanted an idea to communicate pride in a powerful way. With this idea, we are giving a chance to every Indian to own a little bit of pride. It is exciting to see how the idea is shaping the product design and strategic communication.”
RajDeepak Das, Chief Creative Officer, Leo Burnett, added, “For us to create maximum impact, we were clear that the idea and the narrative had to be experiential in design. We wanted to bring alive the spirit of INS Vikrant and create inspiration for people in their daily lives, so they can ride the pride.”
Credits –
Senior Vice President, Marketing – Motorcycles: Sumeet Narang Soumya Das, Debasmita Datta
Chief Executive Officer, South Asia: Saurabh Varma Chief Creative Officer: RajDeepak Das Executive Creative Directors: Prajato Guha Thakurta, Sachin Kamble Creative Team: Kevin Lobo, Vikrant Yadav, Ashish Sharma, Sriram Iyer, Vikrant Wadkar, Deepak Jage Planning Team: Rajeev Sharma, Akshaya Karanth Account Management: Sanju Menon, Rajiv Wadhwa, Anuj Abraham, Varsha Roy Product House: Keroscene Films Director: Rajesh Saathi Producers: Harish Nambiar, Ankita Malhotra